3M Post-it Note extends ‘Will it Stick?’ campaign sending a Post-it Note into space via Channel T
In the next instalment of the 3M Post-it Note ‘Will it Stick?’ campaign, Channel T has sent a Post-it Super Sticky Note into space to test its ‘2 x sticking power’ promise. Post-it passed with flying colours.
The note was attached to a weather balloon and launched from West Wyalong, 460km west of Sydney. It travelled at about 18km/h, through temperatures of minus 60°C, faced 300km/h jetstream winds, and experienced the same conditions as the surface of Mars. At its maximum altitude of over 32km, the weather balloon burst, sending its payload back to earth.
Rigged with two GoPros and a 360° camera over two flights, the campaign includes 30″ and 60″ films, a behind-the-scenes film and a 360° film, the first 360° branded film to be shot from space.
The ‘Will it Stick?’ campaign kicked off in 2017, featuring a Ford Mustang GT car covered in thousands of Post-it Notes, travelling round a racetrack at over 200km/h. This first film is currently on air in Thailand, Korea, Australia and New Zealand.
The ‘Will it Stick in Space?’ film was produced, filmed and directed by Channel T, in partnership with Robert Brand, a leading Australian aerospace expert.
Says Margot Williams, brand marketing manager, Post-it: “The ‘Will it Stick?’ creative platform with both the racecar and space executions is a standout within 3M globally and to date has delivered some impressive results.”
Says Peter Cerny, ECD, Channel T: “3M are known for innovation, not only in regards to their products but also in the way they support creative innovation. We are confident this campaign will help take Post-it to new heights.”
Client – 3M
Marketing Manager – Margot Williams
Digital Marketing Manager – Melissa George
Agency – Channel T
Executive Creative Director – Peter Cerny
Director/Associate Creative Director – Tim Brothers
Creative Director – Marrianne Little
Creative/DOP/Editor – Dom Roselli
Managing Director – Lisa Ramsey
Producer/Group Account Director – Andrew Grey
9 Comments
https://www.youtube.com/watch?v=_00eZtsuJ9M
‘Will it blend?’ anyone? https://www.youtube.com/watch?v=KWqw5SpITg8
Your idea is both good and original, but the part that is good is not original and the part that is original is not good.
have a
https://www.youtube.com/watch?v=jIhPDuvr3No
Can we please stop sending sh*t into space for completely ineffective quick PR ‘wins’ (Tesla excepted).
Call me old fashioned but isn’t the whole thing about post-it notes that they are meant to unstick easily? That was the big innovation. If I want them to stick I’ll hammer three 6inch nails into them.
Like yeah, the executions are a little bit too self-aware, and the line ‘will it stick’ is a direct reference to ‘will it blend’ – but I suspect that the creatives did that intentionally anyway.
But at least they are giving it a go. Post-it note promos used to be set in an office environment with a cliche set up. You have to applaud them convincing the client to take the product into a different and unexpected space (pardon the pun). I’m guessing a client like 3m probably isn’t throwing a bunch of money at post-it note promotions, so what they’ve done with limited resources is pretty cool.
You’re absolutely correct.
This is an idea for Araldite or Superglue.
Here’s the thing – do you even have to promote Post-Its? Someone’s always shoving loads of the multi-coloured packs into me, and everybody in my office seems to have about 3 half-used stacks on their desk.
Will they stick to painted walls or white boards – now that’s a relevant test. Or at least I overhear the cleaners muttering as they do their rounds each night.